When Products Feel Special: Low Fluency Leads to Enhanced Desirability

Existing research posits that feelings of high fluency which signal familiarity with an object improve its evaluation (e.g. Schwarz 2004, Winkielman et. al 2003). In a departure from those findings, we demonstrate that low fluency can sometimes enhance evaluation of a product. We argue that in the context of special occasion goods, higher fluency which indicates abundance of the product makes the products feel less special, and this translates into lower value. We further show that effect of fluency on evaluation depends on naive theory that people use at the time of judgment that varies by different consumption contexts.


Anastasiya Pocheptsova, Aparna A. Labroo, and Ravi Dhar (2009) ,"When Products Feel Special: Low Fluency Leads to Enhanced Desirability", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 8-11.


Anastasiya Pocheptsova, University of Maryland, USA
Aparna A. Labroo, University of Chicago, USA
Ravi Dhar, Yale University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap

Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA

Read More


Scope Insensitivity in Debt Repayment

Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA

Read More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.